Prof. Dr. Tobias Richter

Teaching and research areas

  • Marketing Management
  • Corporate Management
  • Consulting for leading companies and international institutions


Professional career
Prior to his appointment at the university, Prof. Dr. Richter was a member of the European board of directors of the American sporting goods company NEW BALANCE and, as Marketing Director EMEA, responsible for the marketing function in Europe, the Middle East and Africa. Prior to this, he worked in the agency sector as Marketing Director of TOP Sportmarketing Berlin in Germany and as company secretary of CIP UK in England. Prof. Dr. Richter began his career at the sporting goods company ADIDAS, where he held various management positions such as Product Manager Germany, Category Manager Europe and Global Project Manager for the Executive Board.

Prof. Dr. Richter studied Business Administration at the FU Berlin and holds an MBA from the dual Master of Business Administration programme of the University of Bristol (England) and the École Nationale de Ponts et Chaussées (France). He participated in an exchange programme to the Haas School of Business at the University of California at Berkeley (USA) and completed his studies with his PhD in the Marketing and Strategic Management Group of the Warwick Business School at the University of Warwick (England).

Selected publications

  • Richter, Tobias
    International marketing mix management: Theoretical framework, contingency factors, and empirical findings from world-markets, Berlin, Logos Verlag, 2012, 233 S.
  • Richter, Tobias
    Marketing programme and process standardisation: An empirical investigation of marketing standardisation and its contingency factors Frankfurt/M. u.a.: Lang 2011 220 S. S. (Europäische Hochschulschriften / 5; 2825)
  • Richter, Tobias
    Marketing mix standardisation in international marketing: an empirical investigation of the degree of marketing programme standardisation in German companies and its internal and external correlates Frankfurt/M. u.a.: Lang 2002 380 S. S. (Europäische Hochschulschriften / 5; 2825)
  • Richter, Tobias
    "Marketing Mix Standardisation: Preliminary Findings from the Top 500 German and British Companies"Jahrbuch der Australia New Zealand Marketing Academy (ANZMAC). Sydney. 1999
  • Momani, Faris; Richter, Tobias
    Standardisation versus differentiation in European key account management : the case of the adidas-Salomon AG Thexis : Fachzeitschrift für Marketing. Bd. 16. H. 4. St. Gallen. 1999 S. 44 - 47
  • Richter, Tobias
    "Marketing Mix Standardisation: A Study of the Top 500 British and German Companies" Jahrbuch der European Marketing Academy Conference (EMAC). Stockholm. 1998
  • Richter, Tobias
    "International Marketing Standardisation: An Empirical Investigation of the Top 500 German Companies" Artikelsammlung der Academy of International Business. London. 1998
Prof. Dr. Tobias Richter
Prof. Dr. Tobias Richter
Professor FB Wirtschaft


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